How ROI Redefines Organic Search — Adrien Menard // Botify
- Part 1Protecting and growing web traffic organically — Adrien Menard // Botify
- Part 2 How ROI Redefines Organic Search — Adrien Menard // Botify
Show Notes
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02:28ROI in organic searchAligning SEO with executive language is crucial for securing resources. ROI inorganic search is represented by ROSS, Return on Organic Search Spend, and measures the generated dollars against the dollars invested in SEO.
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09:17The return on organic search spend (ROSS) frameworkThe framework compares revenue and traffic generated by SEO against associated costs, like technical SEO, agency services, and software licensing. While SEO is the most sustainable and profitable marketing channel, paid and organic must be leveraged together for long-term brand visibility.
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13:02SEO forecasting to justify spend and secure larger budgetsForecasting models have their limitations and these should be clearly explained to stakeholders. However, they provide the granularity required to link SEO initiatives to performance metrics like traditional advertising, enhancing credibility, and securing larger SEO budgets.
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19:29Forecasting and the value of understanding consumer demandSEOs should leverage their understanding of consumer demand and interests to shape business priorities and drive ROI. Having the capacity to forecast and measure the impact of SEO efforts is crucial in validating our initiatives.
Quotes
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"If we don't speak the same language as the organization, it means there will be fewer resources and investments allocated to what needs to be done in SEO." - Adrien Menard
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"With $1 invested in SEO, you are going to generate between three to five times more dollars than $1 invested in paid advertising." - Adrien Menard
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"Organic marketing is not going to replace paid marketing. Paid and organic have to live together to potentially compensate for the strengths and the weaknesses of the other channels." - Adrien Menard
- Part 1Protecting and growing web traffic organically — Adrien Menard // Botify
- Part 2 How ROI Redefines Organic Search — Adrien Menard // Botify
Up Next:
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Part 1Protecting and growing web traffic organically — Adrien Menard // Botify
Adrien Menard, CEO and Co-Founder of Botify, delves into how to unlock organic growth and measure the ROI of organic search. Amid rising online competition, safeguarding your website's organic visibility and content investments is vital. However, with changes being made constantly, monitoring crawling, indexing, and organic traffic is crucial to ensure these changes don’t impact your site's discoverability by potential clients. Today, Adrien discusses protecting and growing web traffic organically.
Play Podcast -
Part 2How ROI Redefines Organic Search — Adrien Menard // Botify
Adrien Menard, CEO and Co-Founder of Botify, delves into how to unlock organic growth and measure the ROI of organic search. SEOs frequently face challenges in effectively communicating the ROI of SEO to executives, leading to reduced budgets and limited resources. The primary issue lies in the misalignment of language between SEOs and executives. Today, Adrien discusses how ROI redefines organic search.
